WHO ARE WE?
SABC1 is South Africa’s favorite and most watched television channel with over 15 million viewers per day. It is a channel brand that represents youthful dreams, and their aspirations, reflecting a society that is currently in motion and progressive.
We are a channel defined by courage, like youthful South Africa that it serves. It is an inspiration and a guiding light for youthful people.
Business Overview
We are a full spectrum national television channel providing a programming mix of enlightening, informative, educational and entertaining material predominantly in the African languages and English.
The channel has remained South Africa’s most favorite TV channel with an overall brand relationship score of 56.4% and we are currently exceeding the all Adults target of 32% during prime-time and 30% during performance period by 35% and 31% respectively.
The channel target market is predominantly between ages 16-34. The focus has been to ensure the dominance of the Television market while being complimentarily with our other channels SABC 2 and SABC 3.
The channel is also an important part of the SABC Corporate model of ‘self funding’ thus needs to ensure the balance between, achieving as a Public Broadcasting Service (PBS) and being financially competitive in an increasingly competitive market.
The Portfolio Position
Within the portfolio, this channel targets youthful South Africa, while SABC 2 serves the family of South Africa and SABC 3 contemporary urban South Africa.
With the emphasis on youthful rather than just ‘youth’, the brand strategy aims itself at an epicenter that is more a psychological construct than a real demographic – a headspace.
The epicenter of 24 is nominated because it is a tipping point between life stages – a crossroads for individuals, a bridge from callow youth to more actualized adulthood.
It is not the epicenter’s mathematical location that matters – about halfway between 16-34 but its psychological location as described above. This is a consumer frame of reference carrying a set of values which resonated strongly and broadly with youthful South Africa. This is a first wave of youthful South Africans taking their place in the socio-economic mainstream post Ya Mampela – a pioneer generation.
Reinventing the Public Broadcaster Role
In the current broadcasting environment that is highly competitive, SABC 1 realized that it was not enough to be in Public Service, we needed to be in Popular Public Service. This meant we needed to be well known and well liked – even well supported, to be a part of the popular culture of South Africa.
From the mission to be in Popular Public Service, was born the channel brand vision which reinvented the PBS role of the channel, providing new direction. It is an insight, a revelation and ultimately an inspiration for everyone associated with the channel, the idea that:
“More than TV. We are in culture.”
Understanding the SABC1 positioning essence
“Living in Mzansi”
‘Living in Msanzi’ grounds the SABC 1 brand in youthful, contemporary South African culture. It positions SABC 1 as an insider and participant rather than just an observer. As the youthful consciousness in South Africa evolves, this essence ensures that SABC 1 is of its very fabric.
The brand’s differentiator is its ability to reflect, create and tell stories that originate from youthful democracy South Africa.
This was our way of tapping into the need for authentic engagement we found in consumers. The channel’s rationale for the richness and relevance of this direction is better articulated through it’s new pay-off line.
SABC1 is Mzansi Fo Sho….
The new SABC 1 brand identity, Mzansi Fo Sho communicates all of the channels’ values, its programming promise as well as the channel positioning. It provides a meaningful platform for the brand to interact with its consumers.
Mzansi Fo’ Sho deeply roots the channel as a true South African Brand. This strong line is proclaimed only with the confident affirmation that comes with being youthful and certain of our identity. It re-enforces SABC1 as being the authority when it comes to staying on the cutting edge of local content and delivering it.
The “Now Generation”
The “Now Generation” are between the ages 16 -24 and are the young fibre of South Africa. They are highly materialistic and are full of aspiration. They are fashion and entertainment conscious. They are greatly influenced by advertising, therefore leading a fast paced life.
The “Now Generation” despite the above are also very concerned about job security. They are still seeking their identity and therefore need a lot of recognition from their peers and approval from their seniors/elders too.
They are also after “Celebrity” status and have a love for brands. They love variety and choice.
SABC1 is South Africa’s favorite and most watched television channel with over 15 million viewers per day. It is a channel brand that represents youthful dreams, and their aspirations, reflecting a society that is currently in motion and progressive.
We are a channel defined by courage, like youthful South Africa that it serves. It is an inspiration and a guiding light for youthful people.
Business Overview
We are a full spectrum national television channel providing a programming mix of enlightening, informative, educational and entertaining material predominantly in the African languages and English.
The channel has remained South Africa’s most favorite TV channel with an overall brand relationship score of 56.4% and we are currently exceeding the all Adults target of 32% during prime-time and 30% during performance period by 35% and 31% respectively.
The channel target market is predominantly between ages 16-34. The focus has been to ensure the dominance of the Television market while being complimentarily with our other channels SABC 2 and SABC 3.
The channel is also an important part of the SABC Corporate model of ‘self funding’ thus needs to ensure the balance between, achieving as a Public Broadcasting Service (PBS) and being financially competitive in an increasingly competitive market.
The Portfolio Position
Within the portfolio, this channel targets youthful South Africa, while SABC 2 serves the family of South Africa and SABC 3 contemporary urban South Africa.
With the emphasis on youthful rather than just ‘youth’, the brand strategy aims itself at an epicenter that is more a psychological construct than a real demographic – a headspace.
The epicenter of 24 is nominated because it is a tipping point between life stages – a crossroads for individuals, a bridge from callow youth to more actualized adulthood.
It is not the epicenter’s mathematical location that matters – about halfway between 16-34 but its psychological location as described above. This is a consumer frame of reference carrying a set of values which resonated strongly and broadly with youthful South Africa. This is a first wave of youthful South Africans taking their place in the socio-economic mainstream post Ya Mampela – a pioneer generation.
Reinventing the Public Broadcaster Role
In the current broadcasting environment that is highly competitive, SABC 1 realized that it was not enough to be in Public Service, we needed to be in Popular Public Service. This meant we needed to be well known and well liked – even well supported, to be a part of the popular culture of South Africa.
From the mission to be in Popular Public Service, was born the channel brand vision which reinvented the PBS role of the channel, providing new direction. It is an insight, a revelation and ultimately an inspiration for everyone associated with the channel, the idea that:
“More than TV. We are in culture.”
Understanding the SABC1 positioning essence
“Living in Mzansi”
‘Living in Msanzi’ grounds the SABC 1 brand in youthful, contemporary South African culture. It positions SABC 1 as an insider and participant rather than just an observer. As the youthful consciousness in South Africa evolves, this essence ensures that SABC 1 is of its very fabric.
The brand’s differentiator is its ability to reflect, create and tell stories that originate from youthful democracy South Africa.
This was our way of tapping into the need for authentic engagement we found in consumers. The channel’s rationale for the richness and relevance of this direction is better articulated through it’s new pay-off line.
SABC1 is Mzansi Fo Sho….
The new SABC 1 brand identity, Mzansi Fo Sho communicates all of the channels’ values, its programming promise as well as the channel positioning. It provides a meaningful platform for the brand to interact with its consumers.
Mzansi Fo’ Sho deeply roots the channel as a true South African Brand. This strong line is proclaimed only with the confident affirmation that comes with being youthful and certain of our identity. It re-enforces SABC1 as being the authority when it comes to staying on the cutting edge of local content and delivering it.
The “Now Generation”
The “Now Generation” are between the ages 16 -24 and are the young fibre of South Africa. They are highly materialistic and are full of aspiration. They are fashion and entertainment conscious. They are greatly influenced by advertising, therefore leading a fast paced life.
The “Now Generation” despite the above are also very concerned about job security. They are still seeking their identity and therefore need a lot of recognition from their peers and approval from their seniors/elders too.
They are also after “Celebrity” status and have a love for brands. They love variety and choice.
